Secondary Research

TRAVEL RETAIL CHALLENGES

Gen Z Travel Behaviour

Gen Z is projected to account for 30% of all travellers by 2030, seeking experiences that differ from what previous travellers prioritized (Ireland 2024). Regarding travel retail, Gen Z will emerge as the dominant consumer age segment, constituting most shoppers in this channel within 4-5 years (Bartle 2023). However, while previous generations were drawn to duty-free for exclusive deals, Gen Z shows different shopping patterns. At airports they frequently visit shops, but converting visits into purchases remains challenging (Barras-Hill 2024).

Lack of Engagement and Differentiation in Travel Retail

Gen-Z travellers exhibit lower levels of engagement and excitement when it comes to duty-free and travel retail (Shirk 2023). This lack of enthusiasm suggests a gap in understanding the value of the duty-free shopping experience, especially for younger travellers who may be experiencing independent travel for the first time.

One of the key challenges in travel retail is differentiation. More than a third of travellers (36%) avoid duty-free stores because they do not find anything they need to buy, while 13% cite a lack of enjoyment in the duty-free experience (Madden 2021). The research also reveals that 20% of shoppers actively seek new or exclusive products, yet travel retail often struggles to stand out from increasingly competitive domestic retail markets (Pathak et al. 2024). Despite rising discretionary spending, the travel retail sector has not fully capitalized on Gen Z’s purchasing potential due to a lack of unique, experience-driven offerings.

Additionally, retail shops also play a role in shaping the cultural identity of an airport's location (Zukowsky 1996). Notably, 67% of Gen Z travellers express strong interest in exploring local urban culture (ETC 2020), presenting an opportunity for travel retail brands to provide destination-inspired products and interactive shopping experiences that resonate with this demographic.

Prolonged Waiting Times and Transit Periods

Airports serve as transit hubs where travellers often experience prolonged waiting times due to early arrivals, lengthy layovers, or flight delays. In 2024, the number of passengers who endured flight delays of three hours or more increased to 15.7 million, up from 11.8 million in 2022 (Paar 2025). Many passengers arrive at airports well before their flights, spending at least an hour within the terminal (Freathy and O’Connell 2012; Torres et al. 2005). The waiting time can be longer for transit passengers or in the case of delayed or canceled flights (Kiliç et al. 2021).

TravelLers often experience boredom or even loneliness during delays and layovers. During these waiting periods, passengers seek ways to make their airport experience more engaging and enjoyable (Lin and Chen 2013). Shopping and other commercial activities provide a key avenue for improving passenger satisfaction (Fasone et al. 2016)., making it essential for travel retail brands to offer innovative, immersive experiences that capture travellers' attention and enhance their airport stay.

STRATEGIC OPPORTUNITIES IN TRAVEL RETAIL

Pop-up store designs to reinforce marketing and sales

Pop-up stores are described as temporary store location(s) intended to engage customers, aiming to be intriguing by creating a sense of curiosity and urgency through design, offerings and their temporary nature (Yu et al. 20218:2-17). According to Yu et al. pop-up stored can be used to achieve a variety of objectives (2018:24-27) including:

Communicating with consumers to create brand awareness, build brand identity and manage perceptions

Create a memorable experience to enhance brand perceptions and value, emphasising on interaction with the brand

Promoting transactions

Testing new products or testing existing products in new markets

Responding to local needs

It is important for firms to establish the objectives they wish to meet, as well as the demographics they wish to target to appropriately design and execute a successful pop-up store. It is also necessary to consider the choice of location for any pop-up store, with the level of success ... (being) heavily dependent on operating the business from the right location’ (Yu et al. 2018:94). Further by utilising integrated processes and systems across customer touch-points to promote pop-up store messaging through other media it is possible to create an omnichannel strategy that creates seamless and unified experiences (Lehrer & Trenz, 2022).

NOSTALGIA-DRIVEN CONSUMER TRENDS

Nostalgia marketing & emotional branding strategies

Around 60% of consumers report they have more positive brand associations when exposed to retro aesthetics, and 80% of Gen Z actively seeking brands that evoke childhood memories, proving nostalgia appeal has become a dominant force in the current market (Noah 2025). This approach encourages impulse purchases, increases shareability, to those who are curious about earlier trends. The trend particularly resonates with younger demographics, including Millennials and Gen Z, who value authenticity and emotional connections tied to shared cultural touchstones like 70s fashion (Pichierri 2023). The psychological roots lie in nostalgia’s ability to combat modern anxieties-offering comfort through familiarity, fostering social connectedness, and enhancing mood by recalling perceived simpler times (Jun et al 2022). Consumers aged 25–44 are especially drawn to these campaigns, often willing to pay 10–15% more for products linked to personal or collective memories (Jenkin 2025).

This branding strategy is a deliberate process of building a strong, long-term connection between a brand and its customers by appealing directly to their values, and aspirations, shaping every aspect of the brand-from messaging and visuals to customer experience-to trigger emotional responses that foster loyalty and advocacy (Kingsnorth 2025). Unlike traditional branding, which focuses on product features or rational benefits, emotional branding aims to evoke specific feelings-such as trust, nostalgia, desire, or belonging-making the brand more memorable and meaningful to consumers (Sullivan et al 2019). Studies indicate that emotionally connected consumers are significantly more valuable to brands, demonstrating higher repurchase rates and a greater likelihood of acting as brand ambassadors (Bellman et al 2012).

The Cultural and Digital Forces Driving Retro Fashion’s 2025 Revival

The resurgence of retro fashion and vintage style in modern design is a prominent trend as we move through 2025, with its popularity rooted in a complex interplay of cultural, economic, and technological factors. Rather than a simple recycling of past aesthetics, this revival represents a deliberate merging of nostalgia with contemporary values and innovation (Ella 2024).

One of the primary drivers behind this trend is the cultural longing for authenticity and continuity in an era characterized by rapid technological change and social uncertainty. Vintage fashion offers a tangible connection to the past, allowing individuals to express identity and personal history through their clothing choices (Ugrekhelidze 2024). This sense of nostalgia is not only emotionally resonant but also fosters a sense of community, as seen in the growing popularity of retro-themed events, vintage fairs, and online communities centered around shared appreciation for bygone eras (Yuen et al 2018).

Social media platforms such as Instagram and TikTok have played a pivotal role in amplifying the retro trend. Through influencer endorsements, viral hashtags, and curated content, these platforms have made vintage aesthetics more accessible and desirable to a global audience (Dwyer 2022). Influencers and celebrities wearing vintage or retro-inspired pieces help normalize and popularize these styles, often sparking widespread demand and making retro fashion mainstream (Nicole 2024).

Cultural relevance of the 1970s in today’s fashion

The 1970s in particular hold significant cultural relevance in today's fashion, as their distinctive styles and values continue to inspire contemporary design (Steele 2015). Fashion consumers have enthusiastically embraced the resurgence of 1970s-inspired trends, drawn by the era's distinctive bohemian styles, flowing silhouettes, and earthy tones that offer a unique way to express individuality amid fast-changing fashion cycles, and these styles often reinterpreted with modern fabrics and silhouettes to suit current tastes. This revival goes beyond aesthetics, reflecting the era's spirit of freedom, gender equality, and individuality, which resonates strongly with today's emphasis on inclusivity and breaking traditional style boundaries (Insook 2013). Influences from 1970s icons like Farrah Fawcett and Grace Jones further fuel this trend, while the period's focus on natural materials and artisanal craftsmanship aligns with the growing demand for sustainable and ethical fashion (Hunter et al 2024). Amplified by social media, the 1970s fashion resurgence offers versatile, timeless looks that blend nostalgia with contemporary values, making it both a meaningful and practical source of inspiration for consumers who favour diverse, high-quality clothing that blends nostalgia and practicality, building wardrobes around timeless staples (Scott 2024).

SUSTAINABILITY

Sustainability & Innovation in Eyewear Materials:

Innovation in materials is central to Le Specs’ ability to meet rising consumer expectations around sustainability while maintaining market competitiveness. Bio-based and circular alternatives offer a critical pathway forward, balancing ecological responsibility with commercial performance in an industry under pressure to reduce environmental impact. Le Specs is uniquely positioned to lead in this space through the integration of next-generation materials such as:

Rilsan® -Rilsan® is a renewable polymer derived from castor oil, offering a lightweight, durable alternative to fossil-based plastics. With up to 62% bio-based content, it enhances comfort and product longevity while aligning with circular design goals (Arkema, 2024).

Recycled Aluminium – Recycled aluminium uses 95% less energy than virgin metal, making it a low-impact, high-performance option for eyewear. Its strength, corrosion resistance, and weight support a sustainable, ergonomic frame design (Titanium Optix, 2024).

Bio Acetate – Bio acetate, made from cotton linters and wood pulp, is a biodegradable, plant-based alternative to traditional acetate. It meets rising consumer demand for sustainable materials without compromising visual richness or premium finish (Hansraj et al., 2021).

Nuatan® – Nuatan® is a fully compostable, bio-based thermoplastic engineered for circularity. Its strength, lightness, and compatibility with interchangeable components make it ideal for modular eyewear that supports both environmental responsibility and personalisation (Nuatan, 2025).

These materials support both environmental, reducing long-term resource dependency, aligning with ESG reporting standards, and appealing to Gen Z consumers willing to pay a premium for ethical design (Hansraj et al., 2021). Adopting modular and circular approaches also creates opportunities for customisation, after-market innovation, and reduced waste in production.

Ethical Considerations:

Ethical supply chain management in the eyewear industry must address fair labour, transparency, and environmental responsibility. Guided by the UN Sustainable Development Goals, specifically SDG 8 (Decent Work) and SDG 12 (Responsible Consumption), brands must ensure workers are paid fairly, protected by safe conditions, and supported through equitable practices (United Nations, 2015). Transparency is central; as Bateman and Bonanni (2019) argue, publicly traceable supply chains build accountability and consumer trust. Circular economy principles offer further alignment, promoting systems that eliminate waste and regenerate resources (Ellen MacArthur Foundation, 2023). Designing for durability, recyclability, and modularity reinforces ethical innovation while reducing environmental impact. Ethical value creation requires collective accountability across all tiers of production (Dahan et al 2021). For Le Specs, embedding these principles not only mitigates reputational risk but also strengthens cultural relevance and resilience in an increasingly value-led market. This positions Le Specs not only as a design-forward brand but as a scalable, sustainable business in both domestic, international and travel retail markets.

The integration of immersive retail, nostalgic storytelling, and sustainable innovation can enhance customer engagement and create emotionally resonant brand interactions. This approach not only elevates the shopping experience but also aligns with the values of Gen Z and Millennial consumers, who increasingly seek authenticity and ethical design. By tapping into the emotional power of retro aesthetics and pairing it with tactile elements like postcards and analogue experiences, Le Specs can drive higher consumer connection and shareability. This strategy has the potential to build long-term loyalty, supporting the brand’s global positioning while establishing deeper cultural relevance among younger audiences, particularly in emerging travel retail markets.